Lego introduces Ralph - a Messenger chatbot to help you decide what to buy for Christmas

Lego is the latest in a growing line of companies to introduce a Facebook Messenger chatbot. And the Danish construction toy company’s version is here to help consumers find gifts in time for Christmas.

The Ralph ‘giftbot’ guides shoppers through questions – about the age of their child, their play interests etc. – along with some GIFs, via either Messenger or News Feed ads. It then offers up gift recommendations, which can be clicked on to be transferred to the shopping cart on Lego’s shopping site.

“We are continuously searching for new and fun ways to engage with our consumers and shoppers,” said James Poulter, senior manager of digital consumer engagement at the Lego Group. “Chatbots are increasingly being used by brands to engage with consumers in the digital space. The Lego Group is one of the first in the toy industry to embrace this concept.”

The chatbot has been introduced as part of Lego’s ‘Shake Up Imagination’ campaign in the US, and its ‘Give The Gift of Imagination’ campaign in Europe. It has been rolled out in the UK, the US, Canada, France, Germany, and Poland.